While some marketers still dispute what’s effective when it comes to marketing to millennials, one thing is certain to most: millennials respond to video. The millennial age group, 25 to 34 year olds, makes up the largest video viewership segment online according to eMarketer. When shopping online, millennials research purchase decisions by educating themselves through video. A great product video can evoke an emotional response, establish a brand connection, and ultimately increase conversion.
So, how are millennials watching?
These digital natives are more often than not equipped with either a smartphone or a tablet. As millennials will very soon eclipse the boomer generation as the largest consumer base, marketers need to continue to embrace the idea that mobile is the preferred platform for the on-the-go generation. Mobile viewership is on pace to overtake desktop in the near future with 40% of YouTube traffic already attributed to mobile.
When millennials are curious about something, they Google it. These days you can make a beautiful, easy-to-navigate website, but without a product video you’re lacking one of the elements millennials most respond to. Not only are you missing out on a conversion opportunity, you’re also leaving behind the option for millennials to spread the word for you by sharing videos through social media.
Millennials are more likely to watch a product video than read an email newsletter or even website copy. When purchasing a product, they want to know everything about it and what’s more, they want to know what other people think. Product videos and demos are an integral part of their purchasing decisions.
Millennials crave authenticity. Perhaps more so than any generation before, they are not only curious about where their products come from, but for the first time, they have this information at their fingertips. In order to stay connected to this consumer base, it’s not only wise to produce authentic, crave-worthy videos to help bolster conversion, it’s the only way to remain relevant.
Charlie Rall is the Co-Founder and Head Producer of StoryCraft
